The prevalence of ad blockers indicates a problem with the product and product pricing. I'd gladly pay YouTube for premium, but my family does not watch enough YouTube to justify US$23/mo.

IMO, the content and software industry has a pricing problem. From $80/yr (or nothing!) for a weekly blog subscription to software subscription licensing for products that might be feature-complete-ish after the first year.

Maybe the economics/market research doesn't support people who are fine supporting at a lower price but not the requested price. Or, maybe the recent zeitgeist of "fewer people paying more" works out well for creators.